Vault49

Vault49 is a brand and innovation agency based in New York, founded in 2002 and operating as an independent studio for more than two decades. Originally a street art collective before evolving into an agency, it works with brands across categories including beverages, food, spirits, beauty, and packaged goods, applying what it calls its Street Level Approach™ to connect brands with the communities that shape culture. The team is led by Spencer Ryan (Partner & CEO), with Sam Wilkes as Executive Creative Director, Meg Asaro as Head of Strategy, Paul McDowall as Head of Strategic Growth, and Ali Dawkins as Business Director. The agency's declared work spans cultural intelligence gathering, brand strategy (positioning, story, and architecture), innovation (new products, occasions, and experiences), identity and packaging design built to function in hand, on shelf, and on screen, and campaign or brand-world development including content and motion. Beyond these core creative disciplines, Vault49 also lists SEO, advertising, content marketing, market research, public relations, and social media marketing among its services. Past projects referenced include work for Reese's Puffs, Guinness Smooth, Propel, Baileys, Smirnoff, Gatorade Water, Lay's, SK-II, Edmond's, and Casatera, covering brand repositioning, innovation launches, and packaging systems. The agency positions its process as rooted in direct observation of real behavior and unmet needs rather than abstracted research, translating those insights into brand systems and campaigns intended for everyday cultural contexts.